Sumergete en Mijas : The New Mijas Tourism campaign

Mijas became the focal point of the Costa del Sol Tourism exhibition space at Fitur this Wednesday. The Councilor for Tourism, Francisco Jerez, introduced the campaign Dive into Mijas, advocating for the strategy aimed at promoting the municipality as a "complete destination that awakens sensations and provokes experiences".

Jerez began his speech by thanking Costa del Sol Tourism for “the effort that, as every year, is made at Fitur to position Costa del Sol as one of the major international destinations and allowing us, the various municipalities, to actively participate to present our proposals and strategies. From the Tourism Department of Mijas City Council, we are aware of the excellent showcase that an international fair like Fitur represents.” He also highlighted that the event is a unique way to show visitors and professionals all that Mijas has to offer and to emphasize its strategic positioning.

Regarding the promotional strategy, Jerez explained that it is centered on valuing the experience, authenticity, and evocative character that visiting Mijas entails. “It is a line that was started just a year ago with which we aim to go beyond its cultural and leisure offerings, its exquisite gastronomy, its craftsmanship, its sports facilities, its rich coastline, nature, or inland tourism. The goal is to convey the intangible aspects of the destination,” the councilor detailed.

In fact, the campaign is cross-cutting and, in addition to the richness of the Mediterranean waters, it highlights that visiting Mijas is an immersive experience that “allows you to dive through its crafts, be amazed by the richness of its golf courses, plunge into the secrets of its wonderful mountains, or sail through its deep-rooted traditions. In other words, the Mediterranean Sea as the common thread allows us to navigate or traverse ‘other waters’ that make visiting Mijas a evocative and sensory experience, speaking of character, a way of understanding life, of hospitality; Mijas as a complete destination, as a set of experiences and emotions,” Francisco Jerez emphasized.

Additionally, he concluded his speech by highlighting that Mijas is one of the destinations with the broadest array of leisure and cultural offerings, ready to cater to a wide typology of tourists (whether family, rural, sports, sun and beach...) and that, moreover, it will offer them an added value that makes us unique: an unforgettable and unparalleled experience.

Once his speech concluded, Jerez gave way to the spot audiovisual that summarizes the strategy of the ‘Dive into Mijas’ campaign.

During the day this past Wednesday, in addition to the campaign presentation, the municipality continued with meetings with different representatives from the tourism sector entities.